While others may curse the stubborn and seemingly relentless grasp of winter, Brandy Ream says: Bring it on.
As executive director of the Spirit Mountain Recreation Area, Ream credits a long-lived winter for much of the financial turnaround her operations have seen this year.
She said the season got off to an early start, with skiers and snowboarders hitting the slopes by Thanksgiving weekend. But bitter cold in December and January chilled business through the usually busy holiday season and beyond.
"As we were moving through January, it was kind of doom and gloom, if you will. But as we started moving into February, I never thought I would be so happy to say: It warmed up to 20 degrees. But it did, and people were ready to come out," Ream said.
As of last weekend, Spirit Mountain had logged 116 ski days this winter - well over the season average of 90 days - and Ream said that if weather permits, the hill could reopen for business this weekend.
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During a presentation to the Duluth City Council Monday night, Ream said Spirit Mountain is on track to finish its fiscal year, which ends April 30, in the black. She projects operations to clear an operating profit of $370,000 on revenues of $5.1 million.
Ream also takes encouragement from stronger season-pass sales, surpassing $891,000 this winter.
"After seven years of solid decline, not only in quantities but also in revenue, we are finally gaining traction. We are gaining new season-pass holders, and you will see that we are at an all-time high that we have had since I have been involved at Spirit Mountain," said Bream, who has been on the job since 2014.
She noted that spring sales of season passes for next winter are off to a strong start, too, with advance purchases totaling more than $522,000 to date. That's more than a 50 percent increase in last year's spring pass sales.
Ream said Spirit Mountain has offered discounted student season passes and a host of other promotions to strengthen business.
While snow sports account for much of Spirit Mountain's improved financial picture, Ream also noted that revenue from wedding and banquet bookings has grown 22 percent over the past four years.
Despite encouraging results this year, the recreation area has struggled in recent years, and has turned to the city for help, drawing on a line of credit that now totals $1.2 million. It has made no progress in paying down that debt so far this year.
But the city remains a strong supporter of Spirit Mountain and is poised to boost the allocation of tourism tax proceeds it receives by $25,000 in 2018, for a total of $420,700.
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Favorable weather is only part of the story behind Spirit Mountain's better financial health this year, according to Ream.
"The weather is always going to play a part in what we do. We are outdoor recreation, and whether we like it or not, it dictates what we do," she said.
"However, we know that we have put controls on things that we can't control. So that means the pricing, that means new programs to teach people to ski and snowboard to get them onto the hill. Those are all vital things to do, because the day we stop creating new guests is the day we will start to fail again. We're not going to allow that to happen," Ream said.
Ream also credits staff for stepping up and redoubling their efforts to improve efficiency.
